Is Analog the new black?
Bernt-Olof Hellgren
Enable companies to automate and digitize B2B/B2C onboarding processes & ODD, incl KYC/AML. SaaS, Fintech, CX, Open Banking
Marketing and finding new ways and channels to interact with potential customers has always been an innovative and changing process. As different channels have peaked over time and becoming overheated, new channels and methods have developed.
Wave 1: Direct calls Back in the days a direct phone call through the switchboard was the way to go to reach the CIO:s that was the hottest role to meet in the early 2000:s. As this got overloaded this was effectively blocked by the switchboard.
Wave 2: Mail Campaigns Then e-mails became the new channel to reach the CIO:s, and in the same way as above it quickly became overloaded and obsolete.
Wave 3: Linkedin, Martech & ABM The entry of Linkedin became a revolution in identifying, targeting and getting in contact with C-Suite and the re-focus to CMO as the new hotspot emerged. Here ABM also entered as a more broader influence technology to break through effectively. The content sharing era came along with a boost of low quality content with limited corporate strategy. The LinkedIn Sales Navigator became the platform to get more precise and direct dialogue with the C-suite and bypass the e-mail overload channel.
Today the use of LinkedIn have exploded and resulted in a flooding of great standardized high quality content but still a flood that makes it really hard for a sending company to stand out, and on the opposite side really hard for the potential recipient to get an overview of what is relevant to listen to. All sounds the same.
Wave 4: Back to analog? So what will be the next wave when the digital space is getting overloaded and the In Mails on LinkedIn is becoming overheated? Will it be a new revolutionary new AI Mar-tech platform or will it be back to Sending marketing via snail-mail again? I believe in doing things differently. When others go digital, go analog and vice versa.
Don′t misunderstand me. I really believe in the use of data-driven and personalized analytic solutions but maybe the old analog channel will get a temporary revival?
What are your thoughts around this?
#AI #Digital #Martech #CI #Marketing
Helping companies grow with digital sales & marketing
5 年Intressant. M?nga traditionella s?ljare fokuserar 100% p? kundbes?ket. Och det ?r klart man g?r det n?r man inte har n?got annat verktyg. Det ?r klart att vi har b?st f?ruts?ttningar att skapa relation under ett personligt m?te. Det ?r bara det att m?ten ?r sv?ra att f? till. Varf?r ska man som k?pare ?dsla energi p? att bygga relationer med s?ljare? Vi h?ller just p? med ett nytt White paper d?r vi tar n?sta steg. Resonemanget bygger p? att man skall fokusera p? v?rdeskapande i all interaktion. Vi har pratat k?presa i sex ?r nu. Det ?r dags att uppgradera till v?rderesa. K?pet ?r n?got som h?nder en eller flera g?nger under v?rderesan. Mer om det snart! Men som vanligt l?sningen ?r den gyllene kombinationen av digitalt och analogt.
The challenge isn’t just building smarter tech - it’s building tech that makes us wiser, more present, and more fulfilled.
5 年It’s not and has never been one way for B2B. The golden way to reach your potential customer doesn’t exist. It’s a mix of all and systematically adjust as you go. One thing I do think is noticeable is that very few actually have a strong sales process to begin with. If weak everything you throw onboard is going to perform mediocre.
?? Onboarding Manager @Learnifier ??
5 年Allt handlar om att l?sa slutkundens behov, jag tror att f?rs?ljning kommer att bli v?rdel?s om vi bara fokuserar p? hur vi ska n? ut och vilka kanaler vi ska anv?nda.
Strategisk Business Connector | Grundare av Steinholtz & Partners AB |
5 年Inom B2B f?rs?ljning hade vi ungef?r samma utmaningar 2005 som vi har idag. Det var lika sv?rt att komma fram d? som nu. Verktygen kommer att variera men f?rm?gan att kommunicera i det aktuella verktyget kommer alltid vara viktigt. Att omv?rldsbevaka f?retagen p? 3 niv?er; Marknadsniv?, f?retagsniv? och individniv? f?r att f?rst? vad som h?nder, vad de satsar p? och framf?r allt – n?r det sker ett skifte i agendas?ttning i ledningsgruppen var viktigt 2005 och det ?r viktigt nu. N?r f?retagen byter agenda s? brukar v?ldigt m?nga saker ske, m?nniskor byter roller, produkter och tj?nster k?ps in, nya kunder bearbetas och mycket annat. Du ska helt enkelt vara v?ldigt n?ra dina potentiella kunder och prata med dem om vad som ?r viktigt f?r dem just nu. N?r det sen r?r p? sig hos dem s? ska du vara f?rst framme och bidra med v?rde och kunskap. Vilken kanal du v?ljer f?r att n? fram till de beslutsfattare du vill tr?ffa h?nger p? vilken kanal den potentiella kunden anv?nder. P? vissa st?llen i v?rt avl?nga land funkar telefonen alldeles utm?rkt medans p? andra st?llen passar det b?ttre att skicka ett mail eller ett inmail. Det handlar inte s? mycket om hur du vill s?lja utan hur vill dina kunder bli s?lda till.?
??Business Futurist I ??Analyzing growth opportunities for business with AI ?? Open to Board Work
5 年Modig tanke - n?r informationsbruset hunnit ikapp tr?ffs?ker, individuell kundbearbetning digitalt, HUR sticker vi ut ur m?ngden? Jag gillar Stj?rns?ljarpodden/Multipipe take - MER dialog och B?TTRE kundf?rst?else ?r nyckeln till fler aff?rer. N?r den generella kunskapsniv?n p? marknaden ?kar med bra #contentmarketing och #marketingautomation ?r det s?ljarens interaktion med kunden som skapar djup, kvalitet och unikitet. Vad tror ni om detta, Philip Gozzi och Anders Hermansson?